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12
Agosto 2013
PAINT & PINTURA
and solvent-based systems met by one supplier. Further
growth will be driven by combining the market positions,
technical capabilities and product portfolios of the two
businesses, to provide customers with an enhanced product
and service offering and to further expand sales of Water-
cryl products in Latin America and Elementis products in
Brazil,” Coelho says.
In addition to Watercryl, Elementis has acquired US-
-based Hi-Mar. “It’s a leading supplier of defoamers to the
coatings, construction and oilfield drilling industries, with
manufacturing and technical facilities based in Milwaukee,
Wisconsin. The acquisition of Hi-Mar Specialty Chemicals
broadens our capabilities in value-added, higher-margin
defoamer markets,” says Coelho.
Rhodia Novecare Launches New
Developments and Strengthens Its Presence
in the Coatings Segment
Having restructured its teams, improved its technical
assistance to application development and expanded its
range of products and technologies, the Coatings business
of Rhodia, part of the Solvay group, is all set to achieve its
goal of substantially increasing its share in the Latin Ame-
rican market for emulsion, paint and coating additives and
surfactants by the end of 2013, according to Katia Braga,
regional director at Rhodia Novecare’s Coatings business.
Katia Braga became regional director nearly a year ago
with the mission of bolstering the company’s business in
a region where competition is increasingly fiercer and
the business environment is extremely competitive. “We
have major cards up our sleeves to tackle this challenge,
including a portfolio that is adjusted to segment-specific
requirements and constantly expanded by innovations,” she
says.
Novecare is a global business unit internationally recog-
nized for its expertise in formulations, rheology, surface
modifications and polymer associations, which enables it
to deliver custom-made solutions adapted to niches’ needs
and customers’ particular requirements. The Coatings pro-
duct range comprises various technologies and items with
a powerful environmental appeal. The company provides
a number of low-VOC (volatile organic compound) and
alkylphenol-free solutions.
One of the main offerings from Novecare is the Sipomer
line of monomers, which are used to produce HASE (hydro-
phobically modified alkali soluble emulsion) associative
thickeners. “Made in Brazil, this product line is receiving
the addition of Sipomer COPS-3, a functional monomer
that enhances washability in high-PVC (economy) paints
and stability in emulsions, while delivering corrosion pro-
tection and improving adhesion to inorganic substrates,”
Katia points out.
The highlight of the Coatings business’ range of surfac-
tants and monomers is the Rhodoline range of APE-free
(alkylphenol ethoxylate) additives for waterborne coatings.
Coatings formulated with these additives allow more time
for end users to work perfectly on overlapping paint coats
or give finishing touches to fix imperfections, such as drops
and brush marks.
“We work really hard on the development of innovations,
relying on a research center based in Brazil that operates
as part of Solvay’s other 11 major research and innovation
centers around the world,” Katia adds.
Rhodia Novecare’s Latin American manufacturing site is
located in Santo André, São Paulo (Brazil), where some of
the business unit’s main products are produced.
Hidracor Celebrates 50 Years
Ceará-based paint company currently employs 500 people
and is present in 20,000 points of sale in the North and
Northeast regions.
Hidracor, which was established in 1963 by the name of
Vitrec by virtue of the vision that the J. Macedo group
(of which Hidracor is part) had of setting up a business
focused on the production and sale of glass products, was
renamed Quimindústria two years later. In 1982 it began
to produce power coatings, and in 1995 it included liquid
paints in its portfolio was renamed Tintas Hidracor S.A.
“One of the things that have marked our history, especially
in the past ten years, is how far we have come towards
becoming a respected brand. Now we have a considera-
ble market share in the North and Northeast, the regions
where we do business. It’s quite rewarding to play a rele-
vant role in the market for decorative paints, especially
in the economy segment, which is the one prevailing in
our market,” remarks business director Marco Correia,
adding that, according to data from Abrafati, the company
controls over a quarter of the market in the North and
Northeast regions, with emphasis on such categories as
textured coatings and economy latex paints, putties and
complements. “This means one out of every four liters of
paint sold in the North and Northeast is from Hidracor.
That makes us proud and gives a sense of responsibility, in-
cluding because we always internally talk about how we’re
not about being the largest paint company, but providing
the best value for money and being the best company. Our